British Airways Finally Improves Its Catering — Business of Loyalty

An upgraded meal service is coming to British Airways, reversing a long campaign of cuts to the airline’s in-flight experience.

The upgrade is focused on long-haul economy service, for the cabin it calls World Traveller. Starting January 17, in what the airline says is a “multi-million pound investment,” passengers will be served an improved, four-course meal while upgraded snack baskets will be circulated throughout the flight.

Some of the improvements include replacing the plastic water cup served with the meal with a bottle of water and upgrading the second meal to a pizza wrap.

For many, the catering improvements can’t come soon enough. Under Alex Cruz (a CEO hired from Spanish low-cost carrier Vueling) and amid tight competitive pressure, British Airways has cut dramatically over the last few years. On short-haul flights, the carrier stopped giving free snacks last year, choosing to sell packaged goods from Marks and Spencer. That move initially irritated travelers but enraged them when the carrier started regularly running out of food.

Cabin design has also suffered. British Airways recently confirmed it will introduce a series of ultra-dense cabins on short-haul flights with seats that don’t recline, leading many to compare the airline directly to the low-cost carriers premium travelers despise.

In addition, British Airways is moving to a revenue-based loyalty program this year, meaning some frugal but loyal flyers may earn fewer points than before.

Perhaps to counter some of the negative sentiment regarding its brand, in November the airline embarked on a campaign to return to the “glory days” of air travel. Among other improvements, British Airways committed to expanding Wi-Fi, adding new aircraft, and improving catering. 

Despite the renewed effort, it remains to be seen whether the improvements are enough to curry favor with travelers.

Most major carriers in the United States invested heavily in catering through 2017, taking some of the profits generated from ancillary fees and relatively cheap fuel to strategically upgrade meals on high-value routes. So while British Airways may have improved catering, it still won’t be better than the competition.

— Grant Martin

Skift Stories and More Expert Insight

Bag Fees Were the Most Successful Airline Business Model Change of the Past Decade: In the past decade, airlines have successfully convinced flyers to pay for everything from seat assignments to checking bags. But some of their most loyal customers are fuming.

The Airport of the Future May Evolve From Transport Hub to Attraction: It’s not happening fast enough for many travelers, but many of the world’s airports have over several years morphed into community spaces, where travelers can spend time in a yoga room, beer hall, butterfly garden, or children’s playground before they fly.

Airlines Turn to Private Messaging to Avoid Social Media Blowups: Nothing has made airline social media managers more nervous over the past decade than a Twitter rant from a customer with hundreds of thousands or even millions of followers. But even the most angry travelers are more often taking complaints directly to airlines and bypassing public forums.

World’s Busiest Air Route in 2017 Was to Tiny Island Off South Korea’s Coast: The world’s busiest air route isn’t London to Paris or New York to Los Angeles, but the trip between Seoul and a tiny island off the coast of South Korea.

IHG Changes Best Rate Guarantee Policy, Gets Rid of Free Nights: IHG made changes to its terms and conditions, completely changing its Best Rate Guaranteed policy. According to the new policy, guests who successfully submit a Best Rate Guarantee claim will now get a varying number of IHG points rather than a free first night.

Silvercar Launching Audi Q5 Service: Silvercar, an upscale car rental company owned by Audi, announced a new addition to its premium family: the Audi Q5.